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Customer Engagement Model

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The truth about taking the first step towards customer engagement

There are many areas for your business to engage with your customers. No longer is the buying/decision-making journey a linear process, in fact, this photo from the Marketo Summit we attended in May illustrates the actual process quite accurately:

The buyer's journey

What this slide shows is probably what every successfully acquired customer went through before signing their name on the dotted line, but the journey doesn’t end there. Businesses focused on customer success know that each of their customers is at a different phase of the customer lifecycle and they must know how to engage them accordingly.

Customer Engagement Model
(Customer Engagement Model, credit: akamai)

Building a good relationship with your customer requires consistent and relevant contact throughout their lifecycle. This doesn’t mean spamming them with emails about your organization. Each contact should add value to their experience with your business, for example, when you notice an account has been inactive, set up a phone call to see how you can help (or better yet, with the right customer engagement management solution you’ll already know why and be able to dive right into the conversation). You don’t want to make that renewal phone call without having been in consistent contact with your customer, it’s like asking a “friend” you haven’t talked to in months for a big favor – that’s just not the way to maintain an engaged relationship.

Want to learn more about maximizing on customer engagement? Here are a couple helpful blogs to get you in the right direction:

1) Implementing  metrics for pirates (AARRR) dashboard
2)  Knowing the 4 truths of customer engagement
3) Identifying 6 churn factors that could affect your customer engagement efforts

It’s never too late to start engaging, knowing your goals is half the battle.

Ellis Luk

I'm the marketing and communications manager at Totango - but you can call me Chief Content Officer. When I'm not writing, you can find me obsessing over memes, debating grammatical usage or getting distracted by the latest Tumblr gif blogs. Customer love starts with a friendly hello!

  • Great article Ellis! I love the Marketo graphic, so true. The sales process isn’t what it used to be.

    One other thing we’ve done that’s worked great is to set a standing three-month checkup call with every new customer to check in and see how things are going, ask for suggestions, and just deepen the relationship. Of course we’d be better prepared for those calls with some customer engagement software!
    Sometimes I think SaaS companies think because they’ve built an automated piece of software they don’t have to nurture a human relationship with the customer… big mistake!

    • Ellis

      Thanks Casey – setting up check-up calls is a good practice to have and knowing exactly what to say once you pick up the phone is sure to impress your customers and have them feel you really care about them. Looking for the “human touch” is what customers are looking for in this highly automated world!

    • Thanks Casey – setting up check-up calls with your customers is definitely a good practice to have. It leaves a great impression when you can start the conversation fully armed with knowledge of their current experience and in this highly automated world a bit of “human touch” goes a long way.

  • Great article Ellis! I love the Marketo graphic, so true. The sales process isn’t what it used to be.

    One other thing we’ve done that’s worked great is to set a standing three-month checkup call with every new customer to check in and see how things are going, ask for suggestions, and just deepen the relationship. Of course we’d be better prepared for those calls with some customer engagement software!
    Sometimes I think SaaS companies think because they’ve built an automated piece of software they don’t have to nurture a human relationship with the customer… big mistake!

    • Ellis

      Thanks Casey – setting up check-up calls is a good practice to have and knowing exactly what to say once you pick up the phone is sure to impress your customers and have them feel you really care about them. Looking for the “human touch” is what customers are looking for in this highly automated world!

    • Thanks Casey – setting up check-up calls with your customers is definitely a good practice to have. It leaves a great impression when you can start the conversation fully armed with knowledge of their current experience and in this highly automated world a bit of “human touch” goes a long way.

  • Great article Ellis! I love the Marketo graphic, so true. The sales process isn’t what it used to be.

    One other thing we’ve done that’s worked great is to set a standing three-month checkup call with every new customer to check in and see how things are going, ask for suggestions, and just deepen the relationship. Of course we’d be better prepared for those calls with some customer engagement software!
    Sometimes I think SaaS companies think because they’ve built an automated piece of software they don’t have to nurture a human relationship with the customer… big mistake!

    • Thanks Casey – setting up check-up calls with your customers is definitely a good practice to have. It leaves a great impression when you can start the conversation fully armed with knowledge of their current experience and in this highly automated world a bit of “human touch” goes a long way.

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